A LIFESTYLE SEGMENTATION APPROACH TO COFFEE DRINKERS IN JAKARTA

Abstract

This study aims to conduct a cluster based segmentation by using lifestyle variables on coffee
based beverage consumption in Jakarta. A questionnaire-based survey was conducted to collect data from
coffee drinkers residing in Jakarta area (n=204). This study employed a reliability analysis and a
confirmatory analysis to check whether each variable possessing a level of internal consistency reliability
and the validity of the measurement items used in this research. A hierarchical cluster analysis was
conducted in this study resulting in different coffee consumer segments. Five coffee drinker segmentations
were identified namely devoted, adventurous, reluctant, indifferent, and thrifty coffee drinker segments.
Finally, this study provides recommendations and suggestions for coffee shops managers to set more
effective marketing strategies for each segment.